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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
9. Creative Strategy:
Implementation and
Evaluation
Body Copy The main text portion of a print ad is referred to as the body copy (or
sometimes just copy). While the body copy is usually the heart of the advertising message,
getting the target audience to read it is often difficult. The copywriter faces a
dilemma: The body copy must be long enough to communicate the advertiser’s message
yet short enough to hold readers’ interest.
Body copy content often flows from the points made in the headline or various subheads,
but the specific content depends on the type of advertising appeal and/or execution
style being used. For example, straight-sell copy that presents relevant
information, product features and benefits, or competitive advantages is often used
with the various types of rational appeals discussed earlier in the chapter. Emotional
appeals often use narrative copy that tells a story or provides an interesting account of
a problem or situation involving the product.
Advertising body copy can be written to go along with various types of creative
appeals and executions—comparisons, price appeals, demonstrations, humor, dramatizations,
and the like. Copywriters choose a copy style that is appropriate for the type
of appeal being used and effective for executing the creative strategy and communicating
the advertiser’s message to the target audience.
Visual Elements The third major component of a print ad is the visual element.
The illustration is often a dominant part of a print ad and plays an important role in
determining its effectiveness. The visual portion of an ad must attract attention, communicate
an idea or image, and work in a synergistic fashion with the headline and
body copy to produce an effective message. In some print ads, the visual portion of the
ad is essentially the message and thus must convey a strong and meaningful image. For
example, the award-winning ad for Sims Snowboards shown in Exhibit 9-24 uses a
powerful visual image. In a scene reminiscent of the protestor blocking military vehicles
in Beijing’s Tiananmen Square during the 1989 student uprising, a snowboarder
stands in the path of snow-grooming machines (which pack the snow, to the distress of
snowboarders). The single line of copy, “In a courageous act of solidarity, a lone snowboarder
stands up for freedom,” reinforces the message presented by the visual image.
Many decisions have to be made regarding the visual portion of the ad: what identification
marks should be included (brand name, company or trade name, trademarks,
logos); whether to use photos or hand-drawn or painted illustrations; what colors to
use (or even perhaps black and white or just a splash of color); and what the focus of
the visual should be.
Layout While each individual component of a print ad is important, the key factor
is how these elements are blended into a finished advertisement. A layout is the physical
arrangement of the various parts of the ad, including the headline, subheads, body
© The McGraw−Hill
Companies, 2003
Exhibit 9-24 This ad for
Sims Snowboards uses a
strong visual image and a
layout that resembles a
newspaper page
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Chapter Nine Creative Strategy: Implementation and Evaluation